286. IJRM. Evaluating Targeted Ads.
October 5, 2023
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In the ever-evolving landscape of digital advertising, marketers face a monumental challenge: how to effectively target their audience amidst a dizzying array of options. Digital marketing has transformed the way businesses connect with potential customers, with targeting being a key element. But how do marketers assess the value of targeting different audience segments before committing their resources? In this interview with Dr. Nadia Abou Nabout, a professor of interactive marketing and social media at WU Vienna, we will discuss how marketers can evaluate the effectiveness of targeting options available to them.
Key Takeaways:
Research into Targeted Ads: More effective, but not universally.
Industry Experts Use a Diverse Targeting Strategies: Reflecting the absence of a one-size-fits-all approach.
Factors Affecting Profitability: The reach of targeted ads decreases as the audience segment narrows, creating a trade-off between effectiveness and reach.
Building a Model for Evaluation: assessing whether the impact of targeting justifies the additional costs and decreased reach.
Insights from the Model: The relationship between reach reduction and required performance lift for narrow segments, emphasizing the need for caution when targeting.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Dr. Nadia Abou Nabout is a professor at WU Vienna and head of the Institute for Interactive Marketing & Social Media (IMSM) at WU. She is an expert on digital marketing & programmatic advertising and interested in topics such as brand safety, viewability, tracking & targeting, and advertising effectiveness. In her work, she aims to help companies make better marketing decisions and builds upon extensive industry collaborations. Nadia’s research has been published in leading international journals of the field. She was one of three finalists in the “Gary L. Lilien 2011-12 ISMS-MSI Practice Prize Competition” and is currently a member of the editorial board of International Journal of Research in Marketing.
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International Journal of Research in Marketing
Dr. Nadia Abou Nabout